Stealing Sister Furong, practicing marketing tricks

Sister Furong, also known as Fire Binger, Qingshui Furong, Shuimei Yaoji, and Queen of Spades, appeared earlier in Shuimu Tsinghua, Peking University and MOP. After the netizen confirmed that it is a mechanical student of a university in Xi'an, now a member of the Tsinghua Postgraduate Army, because it often posted photos on the Internet, it became a popular Internet MM in recent days, and was nicknamed Furong by netizens. sister.

Sister Furong has completed such an "impossible task" under zero budget conditions. The netizen's well-known "s" shape curve, coupled with the dance in his video, the confident literary essay in the article, so that everyone looks Netizens who have photos and articles from Sister Furong can't help but say that the heart is greatly shocked. According to the rumors of no exaggeration, Sister Furong once created a miracle of 5,000 people in Shuimu Tsinghua waiting for their photos on the line. The photos of Sister Furong were also transmitted to the size forum of the network. The photos were quickly transmitted to the end of the network society gossip center, and Tianya people called for the establishment of "Furong teaching". In the end, there is something charm of Hibiscus that can be popular in the north and south of the Yangtze River, and it will last forever in the fast-changing network idols. Let's take a look at Sister Furong's four tricks!

Furong trick one: firm marketing determination & clear marketing goals

What is marketing? Everyone who knows about marketing will pull out a long list of nouns, such as products, brands, channels, human resources, management, etc. These are all right. But Sister Furong tells us by fact that marketing success requires firm determination and clear goals in addition to objective conditions. Some people may ask: Is the marketing goal of Sister Furong clear? I think that people who have visited the relevant reports of Sister Furong will have the feeling that Sister Furong wants to be famous, and the activities for the famous ones are carefully planned.

So how does Sister Furong's marketing determination reflect? This will return to the "product" itself. I think all the people who have seen Sister Furong will have this feeling?? Sister Furong is not beautiful. In other words, in this era of beautiful economics, Sister Furong lacks the necessary capital; Sister Furong has no background, no network of contacts, This is evident from the edge of Sister Furong’s colleges and universities; from the level of the masterpiece published by Sister Furong, although it is not bad, it is not a professional level; even more terrible, Sister Furong has no money. It is such a person who has no background, no outstanding professional skills, no beautiful face, no money, but is famous. Perhaps Sister Furong is seeing that being famous may be a shortcut to her success, so she will have a stronger belief to be famous.

I think, in many companies, there are many products like the case of Sister Furong. They are not outstanding, they don’t sell, they don’t kiss, and the mother doesn’t hurt. So, is it possible to say that there are a lot of products that might have been slanted by the sword?

Marketing is a contingent thing. No one can guarantee that marketing will succeed, and no master can guarantee it. It is precisely because marketing is a contingency. Many companies first consider how to avoid risks and how to reduce the possibility of entering a trap. This is also reasonable. However, what I want to emphasize is that as a company, as a marketer, the first thing to consider is success. The first thing to have is the confidence to win. Emphasizing the possibility of failure is tantamount to reducing the likelihood of success. In marketing, there are only factors that may lead to unsuccessfulness, and there should be no factors that may lead to failure.

Sister Furong educates the company with his own facts. "People must rely on themselves." If you don't even believe in yourself, who will you believe?

It is under firm confidence that it is under clear goals that Sister Furong started a journey of fame. Perhaps at this time, what is greeted by her is no longer important. After all, "the only thing that is lost is the shackles. It will be the whole world!"

Furong trick 2: marketing strategy & accurate positioning

I don’t know if Sister Furong has read the relevant discussion about positioning, and I don’t know whether Sister Furong has taken courses in marketing, and Sister Furong’s grasp of marketing strategy, grasping its own positioning, let marketing and marketing People feel ashamed.

So what is the core position of Sister Furong? What is the core value that Sister Furong is famous for? Let's analyze the marketing strategy of Sister Furong.

First take a look at the content of the product level. As we have already mentioned above, the objective conditions of Sister Furong are not good enough in any aspect, so to break through, it is impossible to carry out in a conventional way. In this case, the alternative has become a fairly effective way to locate. Didn't you see, before the Sister Furong, Muzimei's alternative strategy has been successful? After Sister Furong, the alternative strategy of Chrysanthemum sister is also playing a role. So how to choose another kind, in the case of objective conditions, how to get attention in the alternative, this is the problem we will discuss below.

Who is interested in alternatives? The group of college students is a group with a higher degree of acceptance. This is the category of consumer lock-in in marketing strategies. Here, I don't want to have any disrespectful remarks about our pride. I want to say that the pressure of social employment is getting bigger and bigger, and the gap between college students' own cognition and social cognition is increasing, so that this group expects. There are various ways to trigger social attention, so behind each hot spot, they have their presence. Behind Sister Furong, if there is no such thing as a flag shouting and shouting, the marketing goal of Sister Furong is not so fast.

Let's take another look at the problem of positioning. Since it is an alternative, you can't be like other people, and others can't walk anymore. What is this target group concerned about? Gossip, go out, free. In these respects, Sister Furong obviously has no advantage. In an online society where pornography is congested, no matter how good it is, it is impossible to be famous. There is only one Muzimei, and there will be no second one to go out through such a path. Sister Furong is very clever in locking the alternative content into? Narcissism, narcissism, and narcissism do not care what others say. This kind of positioning just caters to the target group. This group is dissatisfied with reality, dissatisfied with society, and is considered to be full of injustice, but has high evaluation of itself and high expectations. Only by narcissing to the extreme, will narcissistic people admire.

In terms of communication strategy, Sister Furong locked her eye on the network. The so-called fame is because there are a lot of media reports, and different media have different responsibilities, so the report will be obviously oriented. One of the characteristics of online media is that it is attention-oriented. As long as it is a matter that the law and functional departments do not object to, and can obtain high clicks, it is a good material for reporting. Sister Furong is famous for the Internet. The website has increased the click rate due to Sister Furong. The viewers are embarrassed by satisfying their curiosity. A good business. Therefore, it is not difficult for us to understand why the authoritative online media like Sina will pay such attention to Sister Furong.

Precise positioning, clear strategies, inciting groups, and the help of the network, Sister Furong started his own celebrity road.

Furong trick three: focus strategy vs mystery marketing

With the help of the network, the more important indicator is the click-through rate. Only by gaining wide attention and gathering a lot of attention will it become a hot spot on the Internet. In China, online media and traditional media have greater freedom (of course, the role of the party and the government). It is easy to get enough attention in the vast online world. Since resources are limited, it is necessary to focus. Sister Furong focuses on the BBS system of colleges and universities. In the BBS of colleges and universities, Peking University is the most well-known and online. (It seems to be called the best of both worlds. The mess before the closure is the influential college BBS) And Tsinghua (Shuimu Tsinghua).

So, suddenly, a person whose id is Sister Furong is gradually active in the various sections of BBS. One will be a self-portrait photo of s shape, one will be a hot dance video in Tsinghua Park, and one will be a poem created by himself. The mysterious color is shrouded in Sister Furong, who is Sister Furong? What is Sister Furong doing? Why did Sister Furong have such a thick face to look at here (what the contempt thinks)? Why is Sister Furong so confident (as the accreditor thinks)?

The virtual nature of the network adds to this mystery, and the mysterious strategy of Sister Furong works. In the web editors of major portals, many of them are regulars of college BBS. Therefore, the influence of Sister Furong is extended from the university BBS to the major portal websites. Sister Furong spreads like a virus in the online world (it is said that now Some viruses found Sister Furong, hidden in the jade photos of Sister Furong, so now click on Sister Furong's photo to be more careful).

In the online world, it is no secret that mysterious strategies have been effective all the time. The knives that have been popular all over the country for a while ago have become famous by the hype of the Internet. Many popular songs and popular singers on the Internet are also very strong. Mysterious color.

Of course, Sister Furong’s focus strategy and mysterious strategy can only be the necessary conditions for the attention of the online world, not the sufficient conditions. After all, the works of Sister Furong, whether it is a self-portrait photo, a self-timer video or a poem, It’s not so good to be able to make a name for yourself. What really makes Sister Furong famous is the communication strategy that fully reflects the narcissistic positioning.

Furong trick four: wonderful communication

When Sister Furong started to appear in the BBS, it was not praise, but a variety of criticisms and criticisms. I can make a metaphor for the image. Sister Furong is a lonely performer who is sent to BBS, and most of the bystanders did not affirm the performance of Sister Furong. I guess this is a difficult time for Sister Furong. Although it is often said that communication is two-way, it is a process of continuous reflection and feedback. At this time, Sister Furong accepts more negatives.

It is undeniable that at this time, Sister Furong showed a very high psychological endurance under the guidance of strong confidence. Under many negations, satires, and blame, she was unmoved and ended up as a kind of Excellent communication skills.

Originally, in the online world, it is the rights of every netizen. The premise is that you don't care about making irresponsible remarks. In the eyes of others who do not understand or even despise, Sister Furong goes his own way and continues to perform most of the performances that seem super narcissistic. And things are so strange, when Sister Furong did not respond to the negative voice, the negative voice was less and less, and a considerable number of people were inspired by Sister Furong’s “confidence” to join the support of Sister Furong. Even the "Furong teaching" was established.

If we imagine that if Sister Furong showed a relatively fierce reaction in the face of the initial blame, I believe that Furong teaching may be dead. Sister Furong just chose a way to better reflect her position and carried it out firmly. With this kind of perseverance, I personally think that this kind of psychological endurance is the key to the success of Sister Furong. If you try it, open a theme of BBS. There are hundreds of replies to the text that are blaming you. Can you be calm?

Of course, this text is about marketing issues, and does not do much inquiry about the deeper things behind it. However, the author believes that at least Sister Furong's superior psychological endurance is worthy of the study of the college students, and also a vivid lesson for the majority of marketing staff.

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